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10ON10 IT’S COMPLICATED Christina Smedley, Global Chair, Consumer MarketingWhen “It’s Complicated” – the movie that turned some traditional stereotypes of women over 50 upsidedown in an amusing fashion – opened in cinemas worldwide, it struck me that this was a good way ofsumming up what it’s like to be thinking about brands, marketing and consumers in 2010. You don’thave to have been in the marketing or public relations workforce in 2000, or even 2007, to be aware ofstereotypical consumer behaviours changing. It’s generally said that the rules don’t exist anymore andthat chaos reigns. I’m not so sure that is completely true, or perhaps I just can’t rid myself of rules,rather I’d like to say instead that it’s complicated. For sure there’s a new creative in town – consumers – who will participate with brands on their ownterms but they also are forming, as individuals and as groups, new parameters of engagement. And aswe attempt to reach consumers with campaigns that they respond to and inspire them to action, it’sworth thinking about what we might want to call “new rules lite” (NRL for short).To help me in this as I travelled around this last quarter, over a few light refreshments, I asked fourmarketers in London, Mexico, Singapore and Kentucky (to represent the U.S.) what was complicatedand what version of NRL might apply. I’ve added in some of the opportunities we at Edelman arewatching closely.It’s complicated because there’s so much, to read, absorb, look at, pass along, think about, bepart of, to engage with. Not that we are complaining – we have almost effortlessly added waves ofinformation to our lives. It’s estimated we now receive more than 400 messages daily from a variety ofdifferent sources. Note that it’s not just online and is more in some countries, although my Chinesecolleagues said it is as low as 150 in some Tier 3 cities. And with this swirl of information and contentaround us we are seeing a distinct opportunities for brands. NRL: Find your influentials. The rise of what at Edelman we call action consumers. These are those individuals who act as the catalysts for the communities they exist in and, by the way, the traditional way of dividing consumers by traditional demographics isn’t enough anymore. For instance, a mom cannot merely be characterized as a woman with children. We have to take into account age, lifestyle, hobbies and community. These action consumers are our filters – the people who we trust to give us the right answer when we have a question or who know where to get the best answer or who could start a conversation online, which will end up with a mass gathering. We believe campaigns that put these groups or individuals at the center will produce waves of reverberation which generate deeper and more committed brand engagement. And to be clear, this isn’t a popularity contest as popularity online doesn’t necessarily indicate influence either on or off line.It’s complicated because we’re moving constantly. We all carry our worlds with us on our mobiledevices, from the pictures of our loved ones to the information we need in our pocket. We are no longer 3

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10ON10alone, even in busy places. In Brazil, Twitter updates let the citizens of Rio de Janerio know of trafficproblems, and it’s just the tip of the iceberg. In 2009, the United Nations estimated there were morethan 4 billion mobile phone subscriptions worldwide with more than two-thirds of them in developingcountries. In 2009, eBay buyers and sellers globally generated more than half a billion dollars oftransactions via mobile applications (eBay is a client). That’s a whole heap of shopping going on. Forsure, mCommerce is here to stay. But there’s a deeper change happening, too, involving the physicalinteraction we have in store with the information we can get in our hands. It will change the way we willbegin to make purchases and how we act at retail stores. NRL: There has to be a mobile part to every campaign targeting consumers. Brands need to be ready with their solutions in providing the information consumers are looking for – be it details of a location, answering a product question, providing information about a better price or sending gift certificates and money to friends.It’s complicated because engagement is faster than the speed of type. Think back to where youwere on June 25, 2009. Surely you haven’t forgotten what happened that day? And, no, it wasn’tPortugal playing Brazil in the Rugby World Cup in South Africa. That was the day Michael Jackson diedand enmasse audiences in multiple countries turned to social networks for news, something we areseeing more and more in the political arena in places like Iran or the hundreds of thousands ofi-Reporters on CNN. NRL: All brands and companies now must have their speed-of-type plan created to enable information to flow freely through reliable and trusted sources in multiple formats – this isn’t just crisis preparation, this is everyday preparation.It’s complicated because we know better, or think we do. We can write reviews better, tell storiesthrough blogs better and share information better. As a matter of fact we know what we want better thanmysterious lab technicians or manufacturers. This answers a rising need to participate and have a view– Nokia, Starbucks (a client), Volvo and Electrolux have all brought products to market which wereheavily influenced by their target consumers. NRL: Enter stage left the new all-knowing DIY brand builders and the rise of consumer-to- consumer marketing. We recommend brands should consider how to co-create with their target audiences from new product development to experiential labs where consumers can be in-the- know from early in the process. This gives brands the chance to respond to negative reviews by pointing to other “real people” involved in the product creation.It’s complicated because we want to do good but are not giving up what we really, really want.Consumers have changed, the global recession has changed our value set (even if just for a shortwhile) but – and this is important – we have not stopped making purchases or wish lists; we’re justdoing it in a more reflective manner.IT’S COMPLICATED 4

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10ON10Participation with charities and causes is up. Financial giving is also holding steady, even in times whenmany are facing hardship at home. Consumers expect companies to both put something back andmake a difference. Look at the outstanding success of IKEAs Sunnan LED light, which is solarpowered. For every one bought, IKEA gives one to people in refugee camps. NRL: It’s not just about giving money. Campaigns should enable consumers to make a difference themselves, and in this increasingly virtual world, we think physically bringing this to life for people, too, is important. There’s a small sense of community that comes in knowing the light on your dresser is the same as one in a village in Africa.It’s complicated because we are all the same but are so very different. We all watch the same TVshows, movies and online videos wherever we are in the world. In the space of three weeks, I had thesame conversation about a YouTube video in five different countries (yes, it was Susan Boyle), and theywere all a little different. Our sameness comes from the fact that we are impacted by other countriesand cultures wherever we are in the world. I know for sure I was happy to hear that Indian food is likelyto take off mainstream in the U.S. in 2010. On our differences, we can’t just mass group consumerstogether anymore. Take that elusive group commonly known as Millennials. Mention them in mostmarketing meetings, and everyone sagely talks about young people. Well, yes they are, but the oldestMillennials are now 30 and many have children. It’s a hugely influential and powerful group and we atEdelman through our 8095 team are exploring their differences to build campaigns that reflect theirglobalness but also the individuality. NRL: Although you might be focused on Milan, Italy, there’s a chance that someone in Minnesota, USA, or Mumbai, India, might also become aware of your campaign. This movement is critically important for the global brands we work with. But also there is the need to supply multiple inflection points for consumers who may appear to be the same but are really quite different to participate.It’s complicated because it doesn’t have to be perfect. This is a hard one for us perfectionists. Ioften refer to the new game of “pass the electronic parcel” in groups of people. It’s when a cell phone ispassed to another person or a laptop is swung around in a meeting so that a new funny video, post orsong can be shared or a photo checked out. Despite the increase in sales and drop in prices of high-defTVs, we are quite happy seeing content, listening to music or looking at photos on tiny screens. It’salmost as though we value the home-madeness of them all – just as long as we can pass them tosomeone else in a physical setting. NRL: It’s about the instant, and brands need to find ways to be current and part of social fabric in a moment. This means letting go of some of the high-resolution ads we’ve seen in the last decade, not that we are suggesting that quality should be undermined, more that taking a fresh look at content is critical.IT’S COMPLICATED 5

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10ON10So, yes, it’s complicated. But like the movie, it’s funny, uplifting and game-changing. For my focus groupof four, we all agreed there’s never been a better time to be building global campaigns, and we’re quitelooking forward to breaking a few more stereotypes as we go into this next decade.IT’S COMPLICATED 6

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10ON10 WHY IT’S TIME FOR AD AGENCIES TO ADMIT DEFEAT Jackie Cooper and David Fine, United KingdomWhen ad agencies are rebranding themselves as “short form content agencies”, and media agenciesare suddenly sprouting production arms you know the jig is up. You can’t rename a 30-second spot aviral, or seed an ad online, pretending it’s pure content and then bump it onto TV and expect no one tonotice. The very ethos of a piece of entertainment that audiences self-select is that it is MADE toengage, to be relevant, to provoke conversation – not to sell, not to shout. It has to be entertaining firstand commercial second to court and invite participation – that way lies proper loyalty from the audience.This is an age where appointment to view is dead, where viewers are in control and someone broad-casting from his or her front room can reach a global audience. In the world of public engagement, abrand, product or service can and must be a media channel in its own right – in order to have ownershipand to start (and keep) the dialogue. This means authoring content, embedding the message and/or theethos within the actual content – and not in the zappable space around it (and that includes bumpersand sponsorships).Exclusive content is the fuel for engagement and the opportunity to gain audience participation andtraction. But to get that engagement you need experts. And they are not 30-second ad creatives. Andthey are not media buyers. They are the professionals of the entertainment industry – productionexperts – together with those (yes, people like us!) who understand that the campaign does not live onlyby the content itself. Expertise is needed to work on the distribution, the conversation, amplification andexploitation online, in media and on networks. Pulling eyeballs back to the content and fueling discus-sion, driving participation and enjoying the momentum of sharing, while nailing publicity, fame and salesis what PR has always done. It’s being agnostic in our channel choice but greedy in our desire todeliver.The x-factor phenomenon shows how entertainment and content can work beyond broadcast. It is allabout participation and even lack of control, as the production company themselves load excerpts ontoYouTube; understanding that they need to play freely in the digital space in order to command thecontrol (and money) with the phone voting when they do broadcast. They will make £20m on thisseries (Broadcast 30/10/09) and are nailing more than 20 million viewers.But x-factor aside, the entertainment industry is in trouble. The loss of audience figures means advertis-ing revenues are smashed, so production budgets get slashed and the content is diluted or program-ming gets cut completely. In September 2009, the government announced it would review legislationaround product placement allowing brands to become integrated into existing TV shows. But we knowfrom the U.S. experience that this is a weak alternative, accepted from a position of financial stress andwhere creative delivery is often compromised by commercial pressure, leaving neither partner satisfied.However, what the production company really wants is brand-relevant partnerships that can take theircontent and build it online, in-store, in media, via downloads and on new influencer platforms with newconsumer experiences beyond the TV screen. The money they will accept for access and exploiting 7

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10ON10exclusive content is not that expensive. This approach is way beyond product placement, bumpers orname checks. It is more intelligent, more integrated, more shared. And it builds audience, loyalty andrevenue for the brand and the networks.A consumer brand recently paid £500k to sponsor a TV broadcast film – but the deal allowed the film tobe released in weekly, 10-minute segments for nine weeks, airing the entire film at 10 weeks. After onlytwo weeks, the film was nailing an audience of 5 million. The online power of garnering audiencesbefore a program airs traditionally (or instead of) is immense. Networks will kill for this. And brandsenjoy bulk audiences that positively replace the Sky Plus ignored ATL center breaks and add value tothe consumer experience.The time has come for corporations and brands to have the belief and vision to make the leap andbreak out of the marketing silos of old and embrace an opportunity that allows them to play on thescreens of their target influencers in a way that is multiplatform, multiexperience, driving loyalty andparticipation that is priceless. Audiences expect companies to interact with authenticity and transparency. Companies needengagement. Both will only achieve these if driven by compelling content that courts, plays andengages with credibility and professionalism. As Peter Whitehead wrote in the Financial Times, “Web2.0 is a world in which anyone can have a go at generating content; Web 3.0 is where professionalstake the lead in shaping that content.”And those professionals are the production experts and the multichannel, multimedia engagementexperts. A new world, needing a new marketing offer. It’s all for the taking.WHY IT’S TIME FOR AD AGENCIES TO ADMIT DEFEAT 8

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10ON10 THE ASIAN (DIGITAL) MALE Jonathan Sanchez, SingaporeLets face it, in an ever-shrinking world its becoming harder and harder to draw specific cultural orsocietal trends out of geography, but looking at 2010 through the lens of the Asian male does deliversome interesting insights.Ive had the honor of being in Asia around about a year. Thats not a lot of time at all, but Ive made upfor it by being as mobile as I can be - to soak up insights (and great food), to help us further sharpen ourknowledge as a consumer marketing firm, but also to enrich my life personally. To be in Asia and to workwith the preeminent firm in the region is, for me, the best work-life balance ever.A CRISIS OF CONFIDENCE IN THE ASIAN MALE?In Singapore they say youre not complete until you have the 5 Cs - credit card, career, car, condo andclub (as in gentleman’s). Our GoodPurpose™ study this year, which featured three Asian markets,makes us wonder if a sixth C is developing in the region: C for cause. Now, there may well be aperception in markets like Singapore, and to some extent the tier one Chinese cities, that fiscal status isking. But its important to consider many of the founding religions and philosophies of the region thatinfluence how men here tick. Confucianism, Buddhism and Hinduism have strong positions on givingback; supporting friends and family; and being in a way “humble.” Its this clash of old and new that iscontributing to a confidence issue here in Asia.Its all well and good to have the Rolex, but above and beyond that, tomorrows male family leaders willface a crisis of confidence. They stand to inherit large sums of family savings as one generation movesto another with a heightened global influence of doing good. Coupled with a need to fulfill their parents’wishes, the question is: will inheriting this money be more of a burden than a bonus? There will be anonus on the Asian Male to provide and be seen as “doing the right thing” with this newfound inheritedwealth. It might be the case that buying another BMW or Louis Vuitton case might be seen as shameful.So Asian Men, moving forward, might well return to their elders’ beliefs and channel this wealth in adifferent way – away from mass consumption and into providing and supporting communities, causesand crisis. The mass outpouring of support (financial and physical) following the terribly frequent naturaldisasters in Asia in 2009 is an indicator that a sense of “doing the right thing” might be deliveringrespect and status in a way that a new car simply cannot.THE RISE OF WOMEN IN THE WORKPLACEA recent study in the Straits Times in Singapore tells us that many developing Asian countries aretreating equality in the workplace in a way thats maybe more up-to-date than we may think. Forexample, in Thailand – a country perceived to be still “developing” – women are treated more equallythan in Singapore. Again, history and culture can be reflected in the way organizations operate today.And in some markets here, women benefit from a family-based authority that lends itself to fairer work-place rights. 9

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10ON10Now, thats not to say that there arent still equality issues across the region. But the fact is, morewomen are delivering more money to economies through leadership and entrepreneurship and thatsgoing to add pressure to how the Asian Male defends his, perhaps, ingrained sense of entitlement atwork. This can be brilliantly demonstrated by the often cited Japanese Kimono Traders, vast swathes ofwomen across Japan who, in their spare time (and some as home workers) are trading more than $15billion USD per day on the currency exchange.Transactions are so significant that countries like Turkey, for example, fear that women losing interest intheir currency could have devastating effects. This rise in the digital workplace, coupled with the upwardmovement of women in the workplace and as entrepreneurs will, once more, pressure the Asian Man todeliver and be the “man” he must be.THE DIGITAL MAN IN ASIA?Men in Asia, much like the rest of the world, are closely wedded to digital. And wedded is a good word.The trend for matchmaking online is growing in the region. The Singaporean government has programsthat fund “match making” from digital to arranged meetings for some time: societies like to see familiesgrow and one can expect growth in these sorts of services online.Thats a move that will see more Internet conglomerates moving into Asia to launch local versions ofdating sites. Match.com already dominates with local sites in 14 markets in the region. Naturally theAsian Man, facing family pressure to commit and fearing he’ll “lose face” by being turned down inperson, will benefit hugely from online dating and matchmaking services.Sports are a big driver of content for television, cable and Internet. But it still has room to grow signifi-cantly in handsets and mobile. Of course, Japanese men can already watch, record, skip and save livetelevision on their powerful mobile phones and have been able to do so for some time.In Thailand, True offers an incredible range of services for handset holders, on and off line. But there isopportunity as countries in Asia bicker and squabble over sports rights (much like the local drama inSingapore with the English Premier League). We should start seeing more immersive content across allchannels - aiding convergence and offering strong monetization opportunities from the Asian Maleswallet.And we can look at blogging: its a patchwork in Asia. In Singapore, the blogs tend to focus on eating -and this attracts men and women alike. In many other markets, its sporadic. The Asian Man probablywont be writing controversial or political blogs in the region. In some markets, the government hascreated an environment where dissent isnt tolerated. In others, life is so simple; theres not a lot tocomplain about. So the Asian Man is more likely to drive his online activity towards receiving informationand comment over creating noise and fame.THE ASIAN (DIGITAL) MALE 10

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10ON10You also have to look at the regional differences in social life. Theres less of a drinking culture in manymarkets here. Singapore, Thailand and Malaysia, for example, as opposed to the U.K. and U.S., don’tqualify as a “down at the pub” region. However, in markets like Japan and Korea, for a man not to goout and have a drink after work can sometimes be seen as either weak, or even offensive.I would contend that fun and play and status is something that is built more subtly, and online is an idealplace for the Asian Man in 2010 to build his status and profile factually. He might also consider thecreation of alter egos and characters to provide the thrill and ego that may be hard to display in a coffeeshop on the weekend.Then there’s gaming. It’s a preserve of the male set and still the dominant use of time online for men inAsia. You can often drive through a very basic village but still discover one little shop house containing asingle PlayStation, an old tube TV and a long queue of men waiting to play.Its this online world of gaming and competition that really drives many Asian Males to become gaming-reclusive - countering what might be a fairly mundane daily routine (work, lunch, work, family) into aworld of escape and ambitions realized. I would also propose that as Asian Men continue to excel atstudies and academia we can attribute some of this increased intelligence to gaming.A Forrester report last year suggested that intense game play online delivers a set of latent manage-ment and learning skills to players that best-position them for success in management and learning. Itdoesnt take a statistician to draw a parallel between the amounts of time a man in Asia might spendplaying games online and the impressive education ability he might have.Finally, what can organizations, brands, and bodies do better in 2010 to attract the attention of the menin this disparate region?First, the answer isnt always Facebook. Remember this is a social network that has no place in China.And in other markets, local players take the lead (Japan, Thailand, India all have significant local socialnetworking tools). Its not just Twitter either.In fact, the answer isnt “digitally based.” The answer has to be cultural. I believe that the brands that willsucceed with this target consumer are those who connect “locally” and understand the differences inculture and society. Simply lifting a successful campaign from one market to another will only breeddiscontent.As suggested at the start of this article, the bond between history and future, old cultures and newopportunities, is a powerful paradox in Asia and one that brands in the region must understand tosucceed in 2010 and beyond.THE ASIAN (DIGITAL) MALE 11

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10ON10 A DECADE OF ACTION: WHAT’S NEXT? Caroline Dettman, United StatesThe kickoff to 2010 means a close to the new millennium’s first decade – a decade in which marketingto consumers has experienced nothing short of a transformation. As a double major in business andhistory in college – often at odds with one another – I am invoking one of my history professors whourged us to look to the past to learn from for the future.As everyone knows, the theme from the last decade has been the emergence of the empowered con-sumer around the world. These consumers can be a brand’s worst enemy – see Dave Carroll, themusician whose guitar was destroyed on a United Airlines flight and who subsequently was viewed 6million times singing about the incident on YouTube, resulting in a drop in stock price. Even more impor-tant is to study the positive impact that consumers can have on brands when they champion them. Inmy own life, I would not wear Essie Chinchilly nail polish or wear my Frye boots devotedly were it not formy girlfriend who passionately advocated for both. Likewise, I have turned many a friend and colleagueon to my morning beverage of choice – the grande nonfat, no whip, white chocolate mocha from Star-bucks. I truly believe my day would not start on the right foot without it.At Edelman, we call this tipping point Consumer Actionism.Let’s look at the past decade for signs that confirm that consumers – when empowered to take action –often get it right.“IDOL” EFFECTLook at the juggernaut that is the “Idol” (American Idol, X Factor, Britain’s/America’s Got Talent) effectIn the last decade, consumers evangelized for Kelly Clarkson, Leona Lewis, Carrie Underwood, DavidCook and Susan Boyle, and with one possible exception (see Taylor Hicks), consumers have gotten itright. Consumers’ love of these unknowns have propelled them to win these high-profile talent contestsand more importantly, made Clarkson and Underwood some of the most successful entertainers of thedecade. Consumer Actionism made the Susan Boyle audition the No. 1 YouTube video of the year andpropelled her to global stardom. After Boyle’s current reign as the No. 1 selling album in the world toclose 2009, there is every sign that these consumer-chosen, global artists will continue to dominate themusic industry.SLAUGHTERING THE COMPETITIONThe horror film industry truly bookended the decade with perfect examples of the power of consumerswho evangelize for a brand. The film Paranormal Activity, the first major film release “decided by you,”ceded power to the passionate consumers of horror films and let them advocate for it online anddemand national distribution via Demand It technology. By the time it opened against the more tradition-ally marketed Saw VI – it blew the franchise away at the box office and continued to dominate thecompetition. Long before the digital advancements of 2009, The Blair Witch Project showed the powerof consumers taking action around a low-budget horror movie when people rapidly spread word ofmouth that helped generate $248 million at the box office. That’s quite a return, considering the final 12

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10ON10budget for the movie was approximately $500,000. Now, I’m not exactly what you would call a horrormovie fan – but I think it is safe to say that both of these films, dependent on consumers’ advocacy,represent the best of the best in their genre for the past decade.SOCIAL PURPOSE AS SOCIAL STATUSThis is also the decade where consumers are taking action by displaying their social purpose as a newform of social status – a tremendous opportunities for brands. This was the decade that men andwomen showcased how they Live Strong, rallied around a little hybrid called the Prius, decla(RED) theirsupport for the plight in Africa, turned down paper and plastic for environmentally friendly grocery bags,turned October into a rallying cry around supporting women with breast cancer, partnered with Dove tochallenge the beauty industry on what Real Beauty really means and went into Häagen-Dazs topurchase ice cream that saves honey bees.THE IMPACT OF IBrands thrived when they gave consumers the ability to personalize and evangelize for them. Ipod, ofcourse, led the notion that consumers want technical advancement that empowers them to customizetheir set list. The music industry will never be the same and has experienced some hiccups keepingpace. Ditto the emergence of gourmet coffee and Starbucks, which makes coffee 3,000 ways, yeteveryone feels like they have a drink of their very own. And my personal favorite, the Tivo, has single-handedly changed how we consume television by giving complete power to the consumer over what towatch and when to watch it – transforming the advertising industry in the process.At the turn of the millennium, we couldn’t have predicted what was coming but there is now no doubtthat we as marketers have had to evolve swiftly to meet the demand of consumers. Moving into 2010and beyond, it will be interesting to see which brands cling to the past and which brands seize theopportunity to become a catalyst for consumers to take action.A DECADE OF ACTION: WHAT’S NEXT? 13

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10ON10 PROGNOSIS FOR 2010: MORE DISCOVERY, MORE COLOR Howard Pulchin, United StatesThis fall, ABC introduced a critically acclaimed comedy series called “Modern Family.” It looks at thelives of three interconnected families: The family patriarch, recently remarried to a much younger Latinowoman with a precocious 9-year-old son; his daughters family - three kids and a Gen X husband whothinks hes hip as he mangles Web slang; and his son - married to a man and raising their recentlyadopted baby girl from Vietnam.The stuff of fiction, you may say? Nope, look around and discover the world has changed - and not justin terms of how we communicate with each other. Yes, the Internet and technology have changed ourlives immeasurably (I remember having to go out to the NYC delis at 11:30 pm searching for an earlyedition of tomorrows NY Times to read articles to my clients).But as importantly, were no longer living in stereotypical roles. Were being more discriminating. Wereno longer on a simple progression from childhood to retirement. All of us are re-evaluating whatsimportant and what our priorities are and should be.You hear marketers talk a lot about reaching the Millennials and moms, as well they should. But is themarketing chorus as loud as it should be about men (or even Boomers or Gen X)?A reconsideration of men and a plug for Boomers and Gen X tooIn the not-too-long-ago 1970s, a pop singer named Helen Reddy had a hit song, “I am Woman” thatserved as a quasi-anthem for the then-emerging “womens liberation movement.” The song began, “Iam woman, hear me roar, in numbers too big to ignore…”Fast forward to today and consider how marketers consider or target men in their outreach. While thegood news is that we are beginning to see more brands recognize men as “an audience,” it is stillapparent that despite the large adult male population, men still are largely being ignored as a marketingtarget when it comes to many consumer household products (it was gratifying to see a diet productadvertising heavily with football players during one weekends games). Its almost as if we need toshake up the singular dimensional portrayal of todays males, in some ways dating back to the 1970s(and earlier), exemplified by another pop culture reference - the Brady household, where Mike Bradyworked, while Carol Brady (with housekeeper Alice, of course) ran the home.Its not so simple anymore.The other day, I conducted my own simple, one off social experiment. In the 15-block span from myapartment to the office, I counted the number of adults escorting their children to school. I observed 30sets of children being escorted. Fifteen were escorted by a female, 12 by a male and three by both amale and a female. Of course, this was too limited a view to draw significant conclusions from, but mycursory observation showed an almost even split in the childcare morning ritual by men and women. 14

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10ON10Our own Edelman research from two years ago showed that men claimed an ever growing role in beinga decision maker of household goods, and a growing importance on quality of life issues versus profes-sional ambitions. Given the economic situation of the past 15 months, facts emerged that pointed tothere being more women in the workforce than men. More women at work, more men at home repre-sent a very changed dynamic. And naturally we cannot just look at households as being defined by"having a male and female partner".Its time we took a wider view of adult males today - and once we do, well find a large population recep-tive to hearing messages usually targeted to women. With the possible exception of childrens prod-ucts, my partner and my shopping cart probably resembles the shopping carts of females: we buy milk,paper towels, toothpaste, vegetables, laundry products, olive oil, house plants, etc. We maintain ourhome and are responsible for buying the products that line our refrigerator, kitchen and bathroom cabi-nets, and closets. So do married men, single men, divorced men, single dads, straight dads, gay dads(one of the most talked about news stories at the end of 2009 concerned David Goldman, the NewJersey single father who reclaimed custody of his son in Brazil. Clearly David Goldman will be respon-sible for maintaining his home).Theres opportunity in us men. We go to stores and make purchases (I see just as many men as womenin my local Whole Foods). But there is even greater opportunity in recognizing that not all men are theVegas loving, sports watching, beer drinking sort. Its so easy to stereotype. And therefore its easy tomiss opportunities for brands to engage with a large population. I may hear a brand’s messagetargeted to moms, but I probably wont be engaged. Id probably be more loyal to a brand that recog-nized who I was, not just what marketers may have stereotyped my gender as.The same applies to Boomers and Gen X. Consider what each group has experienced in their lifetimes.For the average Boomer, they watched "Hair", not in Tony-winning revival format, but in real life; theysaw the first man walk on the moon and watched in horror as the Space Shuttle with female astronautChristine McAuliffe explode; the watched the downfall of one President and the impeachment trials ofanother; They saw the greed of Wall Street explode in 1987 and then shatter everything in 2008; theywere thrilled by Thriller and saddened by MJs death; they witnessed crises ranging from AIDs to Darfur,and grew to accept Terrorism as a continual threat. They threw out typewriters, rolodexes, film, cas-settes (even phone land lines) and welcomed in just about everything digital. They experiencedchange. They lived through change. And they are smarter, healthier and creating more opportunitiesfor themselves than ever before.We need to consider people - who they are in reality and not in fiction. Discover how different peopleare living today and youll discover a whole new way of engaging with them.Beyond reevaluating what we know/think about groups of people, let me make a couple of predictionsabout 2010:PROGNOSIS FOR 2010: MORE DISCOVERY MORE COLOR , 15

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10ON101. We’ll see more a natural pull toward real experiences, live events and face-to-face interactionsYes, I keep in touch with friends via Facebook (a bit too much, a little too few phone calls). But we’recontinuing to see more and more people brought together live via events and experiences.More than a billion dollars of tickets were sold worldwide to James Cameron’s Avatar. People are goingto the movies. Late in the winter, the “Monday Night Football” game in the U.S. (on cable, not broadcastnetwork) was the highest-ranked program that week. In the week leading up to Christmas, one couldbarely move on London’s Oxford or Regent Streets, as shoppers mobbed the stores. Halloween 2009was big around the world – and not just with the kids; more and more adults took part in the celebrationwith fanciful and imaginative costumes. Marches – either against or for an issue or cause are pickingup steam and participants. I wasn’t among them, but CNN showed visuals of the millions of people whowelcomed in 2010 either in Times Square, along Hong Kong’s waterfront or near the London Eye. Andmore and more people are coming together around causes and issues important to themselves person-ally and their communities.2. Consumers are going to continue to be more discriminating about the products they buyAnd it won’t just be on price alone. We’ve been studying a consumer who we label the “care where itcomes from” individual. She/he is the person who loves knowing the ingredients in the foods they buy.They love looking at restaurant menus to see which farms grow/raise the foods they use. They look atcalorie boards/menu listings and make smarter decisions based on that. They’re being more knowl-edgeable about what fruits and vegetables to buy per season and thinking of inventive ways to usethem.And it’s just not about food. They’ll flock to mass stores to buy limited edition works of the designersthey love. A John Derian Target product is still a John Derian product. We’ll see more collaborationbetween people who matter (witness John Bartlett’s recent collaboration with Rogues Gallery or theupcoming Rogues Gallery collection for L.L. Bean).We’re beginning to recognize what is in our cleaning products, beauty products and even the greennessof the hotels we are staying in.3. We’ll see more re-evaluation of what’s important and what our priorities should beLet’s face it: 2009 and much of 2008 deflated us. But it also forced us all to re-evaluate what’simportant and what’s not. It only caused more people to pick up on a slowly building reality of the Per-sonal Reset. Generation Reset spans all demographics and income levels and will only get larger. It’sthe Millennial who decides that the corporate path is not right for her and opts to spend a couple ofyears working with disadvantaged groups. It’s the Gen X woman who opts to leave her job and start aPROGNOSIS FOR 2010: MORE DISCOVERY MORE COLOR , 16

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10ON10bakery. It’s the Boomer who always loved wine and decides to start a vineyard.And it’s not only about careers and jobs. It’s reprioritizing how we spend our days. It could be thosetechno-rebellers who say my Blackberry is left behind on vacation and turned off after dinner. It could bemaking resolutions to visit museums once a month or read more books. It could be about making realplans to see our friends and family, instead of just communicating on Facebook.In the end, it’s all about taking the time to observe and discover.There’s so much for us to see if we open our eyes more widely. The Web makes it so easy. Opening ourdoors and walking outside is just as easy. There are data points all around them. We gather them byconnecting facts, observations and trends to build insights. Insights illuminate a fresh objective realityand do lead to new opportunities for marketers.Put a little more discovery into 2010 – about people, about what they are experiencing and doing, whatthey are being more discriminating about and what their new priorities are. A new world, a more colorful,three-dimensional world will quickly come into focus.PROGNOSIS FOR 2010: MORE DISCOVERY MORE COLOR , 17

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10ON10 THE 2010 VANCOUVER WINTER GAMES: A BAROMETER FOR SOCIAL CHANGE Lisa Kimmel and Paul Welsh, CanadaSince its inception, the Olympic movement has evolved to adapt to the world’s – and to consumers’ –changing social circumstances. These include the creation of the Winter Games in 1924 due to theincreasing popularity of ice and snow sports, and the commercialization of the Games as a result of therise in importance of mass media. As the 2010 Vancouver Olympic Games approach, how are they –and the events leading up to them – reflective of today’s consumer mindset and trends?1.A low-key affair. The upcoming Games will likely be the most restrained in recent years (with theexception of the Salt Lake Games, which took place just after 9/11). This is no surprise, given thecollective mood since the recession began. While consumers have had to re-evaluate all aspects oftheir lives, looking for value and savings, so have Olympic sponsors. Sponsor activation is measured incomparison to past Games. For example, GE (an Edelman client) was very prominent on the OlympicGreen in Beijing with a high-profile pavilion focused on the exciting innovations of the company’sEcomagination program. In Vancouver, their presence is more low key, trading a high-profile pavilion forhelping the host province refurbish a downtown Vancouver outdoor skating rink.2.It’s all about engagement, eh? How a brand engages with consumers and the opportunities createdfor consumers to participate in how it’s shaped is what drives a brand’s value. The Olympics are nodifferent. Sponsors are bringing engagement to a whole new level with correspondent programs,athlete blogs and the like. Petro-Canada (an Edelman client) has even created a virtual Wave to allowall Canadians – not just those at the Games – to cheer on the athletes.3.United we stand…for green Games. In early 2009, more than 70 Olympic and professional athletescreated a petition urging people to sign it as a way of “encouraging” the 2010 Olympic organizers(VANOC) to stick to their commitment of making the Games carbon-neutral. This initiative was devel-oped in partnership with the David Suzuki Foundation, a leading Canadian environmental organization.By November, with just 100 days to go before the Opening Ceremonies, VANOC announced 25 part-ners that will invest in the “2010 Carbon Partner Program.” To ensure that it delivers on this commit-ment, athletes have again banded together to create Project Blue Sky, a movement to inspire individu-als who care about climate change to contribute one billion kilometers of carbon-reducing activities fromtheir daily lives through the end of the Closing Ceremonies.4. Historical revival? Given all the uncertainty of the past year, it’s no surprise that consumers areseeking to get back in touch with themselves through familiar and comforting means. Enter Hudson BayCompany (an Edelman client), North America’s oldest corporation dating back to 1670, and officialoutfitter of the Canada’s 2010 Winter Olympic and Paralympic Games teams. The Olympic clothing linelaunched in late fall is classic Canadiana, using iconic Canadian symbols like parkas and buffalo plaid,and is meant to celebrate Canada’s stories and spirit in a way that is authentically Canadian. The linehas been universally embraced by both the fashion community, and more importantly, the masses, whoare showing their support at the cash register. 18

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10ON105. Generously supported through consumer ACTIONism. As we’ve seen through the most recentEdelman Good Purpose study, despite the global recession, consumers still want to support brands thathave a social purpose. Case in point: research conducted by the Canadian Olympic Committee a fewyears ago found that Canadians were looking for easy ways to support Canadian athletes’ quest forOlympic gold. In response, VANOC launched a line of red mittens with a retail value of $10. Four dollarsfrom the sale of each pair goes to support the Canadian Olympic team. Make it easy and they will buy!Since they were unveiled in late September, more than 1 million pairs have been sold (the originaltarget for the program), with a goal of 3 million sold by the end of the Games, translating to $12 milliondirectly to Canadian athletes.6. “Now-ism” through citizen journalism. While the majority of us won’t be able to experience thespectacle live, the upcoming Games will no doubt satisfy consumers’ need for instant gratification andreal-time experiences. VANOC has just announced that a media center for bloggers and cell phonevideographers without official press credentials will be open throughout the Games. In a release,VANOC stated that the center will promote the “democratization of storytelling” by providing a place forcitizen journalists to work. Is it possible that we will suffer from Olympic content overload as a result?Likely not.As the beginning of the Olympic creed states, “The most important thing in the Olympic Games is not towin but to take part.” The evolution of the Games demonstrates just how entrenched “taking part” hastruly become not only for the athletes, but for consumers as well.THE 2010 VANCOUVER WINTER GAMES: A BAROMETER FOR SOCIAL CHANGE 19

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10ON10 (NOT ONLY!) WAITING FOR EURO 2012 TO COME Barbara Kweicień, PolandCONSUMERS STAY HAPPYDid you know that Polish consumers are the happiest in Europe? European Commission Euro barom-eter study shows that 95 percent of Poles say they are satisfied with their lives. The single factor mostcontributing to our happiness is our family life. Traditional Polish values such as God, religion andhonesty still prevail.Our state of happiness extends its fortune into all aspects of consumer life. We have become moreconcentrated on ourselves – one of the trends we observe is a consumer-centric approach to all brands,activities and social events.DIGITAL IS A BIG WEAPONRightfully so, people want the attention to be focused on themselves. If they want to socialize, they godigital – one of the largest social portals in Europe is naszaklasa.pl where more than 12 million usersgather. If they want to feel patriotic, they keep fingers crossed for our new national stadium being builtfor the opening game of Euro 2012 – and they check out the progress online. If they want to go with oneof the biggest recent trends – the eco trend – they turn off their lights, sort out their trash, sign onlinemanifestos for energy savings and buy biodegradable grocery bags.ECO-IMPERATIVESpeaking of the eco trend, Polish consumers are much more ecologically aware these days: 61 percentof Poles declare that they are seriously worried by the environmental issues as far as Poland isconsidered. A comparable group of Poles is concerned with the world issues such as global warming.Following the ongoing global movement to steer consumer culture away from excessive use of plasticbags we are pleased to see reusable tote bags gain big in popularity. We have just started observing agrowing consumer interest in eco/organic food, which is now available in the great majority of shoppingmalls in Poland. The market response to a new consumer need has been quick. There are more andmore campaigns in Poland these days that refer to ecology. It is imperative now: if the brand wants tobe perceived as trendy, fashionable and, above all, socially responsible, then the ecological aspectmust be taken into the account. Polish marketers already know that taking a stand on environmentalissues is not just morally right but can leverage their brands, too.GREAT EXPECTATIONS (OR: EURO 2012)Last, but not least – Poland has entered a great process of change connected with preparation to Euro2012. We are building stadiums and… highways (so far with less luck!). Polish media reports the prepa-ration for Euro 2012 on daily basis. We are still to see the great impact that European Championshipswill surely have on a Polish citizen/consumer. From now on, one thing that is sure is that many brandswill be determined to build on Euro 2012. It has already begun. Polish fans are gathered on theInternet… waiting for Euro to come. 20

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10ON10BUT IN THE MEANWHILE WE DANCE WITH THE STARS...Within the last years Poland has fell in love with dancing – we have had 10 editions of “Strictly ComeDancing” and we have just started a fourth edition of a “You Can Dance,” a young talents program. Theviewership of these programs has been amazing. They are just the tip of the iceberg with followers suchas “Poland’s Got Talent,” “How They Sing,” etc. With new popularity of these shows, Polish consumershave seen the rise of “ nobody” stars – people who have appeared only in one of these shows, to laterbecome a celebrity engaged in commercial endeavors with serious international brands.(NOT ONLY!) WAITING FOR EURO 2012 TO COME 21

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10ON10PURPOSE, CAUSE AND THE NEW BRAND ATTRIBUTES Leticia Lyra, BrazilToday’s world faces the phenomenon of consumption facilities and lifestyle difficulties. In thisatmosphere, brands have not had an easy time defining their positions. At the same time, the populationhas gained empowerment and consumption ability has grown, but global economic and environmentalissues have become real obstacles.Discussions about how to support world growth painlessly take place all the time, globally, regionallyand locally. Developing or emerging countries are facing the great challenge of sustaining their growthpace and respecting global agreements on environment and sustainability.This entire scenario impacts, definitely, the way brands position themselves to consumers and what theconsumers seek in a product.Edelman’s Good Purpose demonstrates this new behavior, and localizes when these movements aretaking place. Focusing on Latin America, it is possible to say that everything is a novelty. Recentlypromoted from Third World to emerging region, with economies growing at high levels, and havingBrazil as the head of the BRIC countries, the region represents a real challenge for brands. GoodPurpose shows how Brazil, the largest country in the region, both in extension and economy, has asurprising consumption consciousness. Currently, 14 percent of Brazilians affirm their contentment in the shopping experience. Consumerswants more. They desire a cause behind a brand, reason why beyond product attributes. They look forproducts that exercise responsibility within society. The survey shows that 83 percent of Brazilianswould switch brands if a different brand of similar quality supported a good cause and 81 percent ofthem would recommend a brand that supports a good cause. Other Latin American countries behave ina very similar way.Therefore, brands must change. Brand positioning must be reviewed and, more than that, reflectedthrough actions. It is not about being socially responsible anymore, it is about being responsible. Thedifference? Instead of only having a CSR policy, the brand must be responsible in its essence, itspersonality.Consumers want more. Brands must deliver. 22

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10ON10 A YEAR LATER, LUXURY STAYS PUT IN INDIA Ashutosh Munshi, IndiaOne year after the horrific terrorist attack on India, as the economy continues to grow post the globalcredit crisis, the business of luxury seems here to stay. With it, grows the luxury consumer base, pavingthe way for luxury brand communication.When terror hit the heart of India’s nascent luxury industry — the high street atriums of two of Mumbai’sbest-known luxury hotels — it’s not surprising that the aftermath was not pretty. Since Nov. 26, 2008,many luxury consumer brands have swapped Indian partners, some have left India, many are seekingnew associations and some have put expansion plans on hold. However, the overall consensus is thatluxury is here to stay.Speaking in India recently, Louis Vuitton CEO Yves Carcelle said, “For one, the world is not totally out ofcontrol and luxury still has its place. Crisis also comes with opportunity, especially for those who cankeep by their values.” The company says business has been in double digits and they have no com-plaints.People are faced with a crisis for some time. But later, they want to bounce back in their capacity tospend. So while people will not totally change their habits, they will spend more sensibly, on value,increasingly influenced by environment and social causes (Edelman’s Good Purpose study validatesthis). Overall, however, luxury spending will continue and, of course, those considered “recession proof”have continued to spend anyway.While the Western markets are faltering, luxury retailers are searching for the next location to sell theirhigh-end goods, and it looks like India might just be the place. Christian Blanckaert, executive vicepresident of Hermès, describes the country as “a nightmare” for international retail businesses becauseof the laws and bureaucracy they have to navigate to enter the market. But the luxury consumer isextremely happy that Hermès launched its first store in the Capital last year.The Indian luxe market is estimated to be to be approximately $4.5 billion USD and this forms barely 2percent of the global share. The growth of this segment is based on the GDP per-capita growth and thenumber of affluent Indians. The country will be the second-largest economy in 30 years. Consumerattitudes, real estate, the government and environment are important for the growth of luxury market;and these are improving here.India has more than 80,000 millionaires and this number increases by 16,000 every year. Consumersare learning of leading global brands, but tend to be extremely value conscious. With growing dispos-able incomes, many are traveling abroad and getting exposed to global luxury brand communication.This discerning consumer wants not only to be exclusively pampered, but also engaged and inspired byluxury brands. So it’s only natural that PR firms will have to look at innovative methods of reaching andengaging customers for their clients to succeed in the Indian market. 23

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10ON10THE BIG FAT INDIAN WEDDING...GETS FATTER!“Money is not an issue,” says Dimple Anaund, a professional wedding planner. “They want somethingnew, what others have not done, something that puts them one-up on others and is memorable.”As a nation, we plan for our kids to marry pretty much from the time they are born and most savings arefocussed obsessively on childrens weddings (the Provident Fund was probably invented for thispurpose). The big fat Indian wedding has gotten fatter over the years with luxury couture, luxuriousvenues and cuisines, imported material, exorbitant wedding planners and other sources of displayingopulence. Destination weddings, be it at Bangalore or Bangkok, are the craze. With wedding travelgrowing at a feverish pace, travel firms want a larger share of the profit pie. Even the diaspora stayingmiles away needn’t worry – the personal shopper (a popular trend with non-resident Indians) will be attheir beck and call, provided the price is right. Florists are importing flowers from Holland, Thailand andChina. The most recent example is the tie-up between Ferns & Petals, one of India’s largest flowerchains with haute couture designer Tarun Tahiliani. Where there is glamour, Bollywood follows. Indiansuperstars will perform dance medleys at your wedding provided you have a million dollars for a10-minute performance!SPARKLE TO RETURN TO THE DIAMOND INDUSTRY OVER TIMEThe long-term supply and demand trends of the diamond industry remain very promising in India. For-evermark, a diamond brand from the De Beers Group, remains optimistic. Venus, a De Beers siteholder, reported a steady growth of 100 percent in H1 2010. Equally significant, it has not laid off asingle employee during the downturn.THE AUTOMOTIVE MARKET ZOOMS AHEADIndia, the world’s second-fastest growing car market, is expected to see premium car sales touch the10,000 mark in 2010. Despite the horrific import duties levied by the government, marquee car brandsare importing vehicles. Edelman client Harley-Davidson has just entered the Indian market with plans tolaunch its motorcycles at double the U.S. retail price. And Indian riders are loving it. Volkswagen is setto launch the world’s most expensive car, the Bugatti Veyron, in 2010. Ducati has just set up shopalongside Rolls Royce – inside a shopping mall in Mumbai. This choice of location presents an interest-ing debate to marketers and communications consultants who at first wonder why luxury brands arebeing displayed in a mall that screams massclusivity. Interestingly, Rolls-Royce, which introduced thesuper-luxury ``Ghost in India recently, already has received 25 orders from New Delhi alone, equal toexpected sales in Australia in a year!HOSPITALITY EVEN MORE HOSPITABLEIndia has always been a fascinating tourist destination the world-over. But new trends are driving thisindustry. After being distinguished for its rich cultural heritage, wellness tourism has become the newA YEAR LATER, LUXURY STAYS PUT 24

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10ON10buzzword. The spurt in high-end wellness centers has taken the spa experience in Kerala, the Himala-yas and other exotic destinations to a new level.Markets can be very insular and many Indian family-owned companies remain that way. But for some,like the famous Indian Hotels Company (the Taj Mahal hotels), the global market became their play-ground. After London, they acquired the Pierre in New York and later hotels in Boston and San Fran-cisco. In this (and other examples), there exists an opportunity for business outside the Indian subconti-nent.FITNESS - THE NEW LUXURYAccording to an Ernst & Young report, wellness treatments are becoming increasingly popular amongIndians, too. To maintain and improve their lifestyles, Indians are exercising regularly and spending onmassage therapies. Personal trainers, nutritionists and private gyms are the latest fad. Unfortunately, itis the wealthy who can afford these luxuries. While our middle class is literally “growing” and thenumber of obese increasing, it is the rich who are sculpting their bodies. To be slim now is as much astatement of wealth as it is of health. International gym chains are hiring PR firms to spread the word.While the focus remains on fitness, their PR firms also opt for the celebrity route to attract and engagemembers.GLOBAL FLAVOUR FOR INDIAN HOMESFor the longest time, the well-heeled have traveled to interiors fairs in Milan to personally select andorder furniture and decor for their homes. The trend is now changing and Indians are taking the oppor-tunity. Indian furniture designers and manufacturers are now being challenged head-on by internationalbrands launching in India. Luxury magazines are filled with advertisements by these brands. Communi-cations programs are focused on “the experience” and make a lifestyle connect. Chic furniture by FendiCasa and Kenzo Maison meet antique reproductions by Theodore Alexander and Replica. India ishigh-end appliance brand Miele’s biggest foreign investment to date, which has no plans to join handswith a financier to make products more affordable. It feels buyers would opt for cash purchases. Low-key marketing includes sponsorship of events such as polo matches, advertising in select magazinesand experiential events for influencers.LUXURY YACHTS RIDE THE INDIAN WAVEThe economic slowdown made a dent in the hull of the luxury industry overall, but high-end yachts arenow crowding the Mumbai shoreline. Having foreseen this trend, car dealers are doubling up as boatdealers, too. With the Volvo Ocean Race and other events held in India, fans of the open sea will onlyincrease, as will sponsors and advertisers. Luxury experiences for media on these vessels will continueto remain the core focus for our business.A YEAR LATER, LUXURY STAYS PUT 25

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10ON10FASHIONEconomists maintain that India will grow at 9 percent next year. Still, Indian fashion designers continueto chase Western buyers. Showing and selling abroad, they think, is a declaration of their flair. However,all they are doing is spending enormous amounts of money without a guarantee of success. Simultane-ously, while Western markets are faltering, luxury retailers are setting up shop in India. As luxury com-municators, it is up to us to convince domestic fashion houses to look back at India as “the place to be.”After all, more than 80 percent of their sales come from domestic buyers. Exclusive press days, trips tointernational design houses and over-the-top fashion shows continue to set the trend. We also benefitfrom more niche, targeted communications touch points. Until infrastructure is capable of handling ahigh street culture in India, five-star hotels and dedicated malls will remain the only choice for luxurybrands in India.DOES THE DEVIL STILL WEAR PRADA?Yes, indeed. India is experiencing an explosion in the media space. Conde Nast launched Vogue andGQ within a year of each other. Both claim to be selling briskly. Soon after, the India Today group intro-duced the Indian edition of Harper’s Bazaar. There are plans to launch others.Luxury automotive manufacturers invest millions on fashion-photo shoots, which are later used asadvertorials for car launches. Audi sponsored the Vogue catwalk report.However, this doesn’t mean it’s just the glossies that rule the roost. Daily newspapers and TV arelargely the most important forms of outreach through media.New media and social media are becoming increasingly popular. India Fashion Week witnesses editorsand others tweeting and blogging from the front row. All the major magazines have Facebook groupsand their followers are rapidly increasing. Citizen journalism, too, is on the rise.For now, luxury is an exclusive mainstay of a wealthy niche segment. But over time, it will be democra-tized. This is the case with media already. Keeping with the trend, we will have to bestow more power inthe hands of the scribes that tweet from fashion week.In this “new” India, there are two distinctive consumer segments as far as a luxury consumer brand isconcerned – the “old rich” and the “nouveau riche.” Communication to either must be tailored accord-ingly. Alongside this dichotomy exists the outstanding level of Indian craftsmanship (the world’s topluxury brands source leather, embroidery and materials from here) and skill across categories.Luxury brand communication involves perception and aspiration. In a growing market, communication isextremely important. Educating consumers is a must-do, especially in a virgin territory as the IndianA YEAR LATER, LUXURY STAYS PUT 26

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10ON10market is at the moment. That’s why these brands must invest (and we as consultants must recom-mend) in educating media and other influencers. After all, it is principally the media that carries forwardbrand values, promises and other information to consumers.The problem (read: our opportunity) is that we in India have the luxury; we just don’t have the Indianluxury brands. While there are millions of tacky rip offs that do not count as luxury, there are many thatdo make for a strong case. There is an opportunity for us to partner with those that possess heritage,quality, originality and potential – to tell compelling stories in order to build luxury brands.A YEAR LATER, LUXURY STAYS PUT 27

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10ON10 IS THIS WHAT THEY BURNED THEIR BRAS FOR? Jennifer Babbit Bodner, United StatesI have no doubt that 2010 will be the year of the American Woman.She will take on more government roles, increase how much she earns and continue to lead ineducation – being the majority sex earning bachelor’s and master’s degrees.It seems we’ve come a long way from the days of Donna Reed and June Cleaver. But what’s the flipside of the coin?FINANCIAL Due to the “Great Recession,” women now make up more than half of the work force, up from 38percent in 1970. Nearly one-third of working women nationwide now out-earn their husbands and menare the majority of the unemployed. According to a survey by GfK Roper for NBC Universal, today thereis a whole new meaning to the power of the purse: 65 percent of women reported being their familyschief financial planner and 71 percent called themselves the family accountant. Together, women con-trol more wealth than ever in history.However, according to a recent article in The Washington Post, “The American workplace is transform-ing, but womens lives arent necessarily improving.” Women still earn 77 cents on the dollar comparedto men and saw their earnings fall twice as much as mens in 2008 – and the trend continues. Addition-ally, research shows that although men with working wives are taking on more housework than before,they still do up to five hours less housework than the women. In couples with kids, that increases to 17hours when combined with childcare.POLITICALFrom a political standpoint, for better or for worse, this is the first time in our history that women areleading the headlines. Sarah Palin, Michelle Obama and Hillary Clinton get more ink than their malecounterparts, and yet they can’t seem to take the top jobs. Hillary couldn’t seal the deal and take the topseat, Sarah Palin became a joke within her own party and Michelle is making more headlines on herwardrobe choices than on her impact on the healthcare debate. We even have celeb radio personalitieslike Rush Limbaugh asking listeners during the ’08 election if America really wants to watch a womangrow old.BEAUTYAnd, of course, from an aesthetic perspective, we are working hard on changing the perception that allwomen must fit into the stereotypical perception of “beautiful.” From the Dove campaign and theNational Organization of Women’s “Love Your Body Day,” to the success of shows like “Ugly Betty,” wehave made great strides in the past decade. At the same time, a Ralph Lauren model was recently firedfor being too fat (she’s 5-foot-10 and 120 lbs!) and the lovely Kelly Clarkson had her image photoshopped for her Self magazine cover. 28

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10ON10So what does this all mean to us as we look into marketing in 2010? •We’ve got to reach her through a multitude of channels – she has more on her plate and on her mind than ever before, and her attention span is growing shorter •Women are struggling with balance, but in a different way than before – brands have the opportunity to support her and believe in her •Don’t take anything for granted – we must continue to re-evaluate and further research our target audience – looking at “action-graphics” that might span gender, taking audience segmentation a step deeper and more focusedPerhaps modern day feminists will rejoice in the progress that has been made since those “BettyDraper” days – a time where women were rarely seen in universities and could aspire only to jobs assecretaries and teachers. However, I think that Gloria Steinem would say, “We still have our work cutout for us.”IS THIS WHAT THEY BURNED THEIR BRAS FOR? 29

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10 ON 10 HAPPY 30TH BIRTHDAY, MILLENNIALS! Jeanette Morrow, Matthew Clay and Amanda Mooney on behalf of 8095Our generation is turning the big 3-0 in 2010 and what are we wishing for while we blow out the candles? We wishfor 2010 to be the year brands stop lumping us into generic groups and learn to understand our diverse,complicated, social and empowered nature. We’ve highlighted a few or our favorite eye-opening facts below, but01 02stay tuned as Edelman 8095 prepares to launch (Happy Birthday to…us!) 1.71 BILLION, ONE THIRD OF THE “THEY ARE THE LARGEST, MOST WORLD’S POPULATION, DIVERSE, EDUCATED, AFFLUENT, WERE BORN BETWEEN COMPLICATED AND INFLUENTIAL 1980 AND 1995. SHOPPERS ON THE PLANET.”03 04 –CIA WORLD FACT BOOK –GEN BUY CHINESE YOUTH OUTNUMBER THEY ARE CONSIDERABLY MORE U.S. YOUTH 5-to-1. LIKELY TO RECOMMEND PRODUCTS -MOBILE YOUTH AND START TRENDS…. THEY HAVE05 MORE INVOLVEMENT IN POP CULTURE AND ACTIVITIES THAT WOULD COMPEL “THEY HAVE 145 CONVERSATIONS THEM TO TRY NEW PRODUCTS AND ABOUT BRANDS A WEEK. THAT’S SERVICES AND RECOMMEND THEM TWICE AS MANY AS ADULTS HAVE.” TO FRIENDS. –KELLER FAY GROUP -MINTEL, WORD OF MOUTH06 AND VIRAL MARKETING “IN THE WEST, TEENAGERS USING WEBSITES...ARE OFTEN QUITE OPEN ABOUT THEIR REAL NAMES. CHINESE YOUTH ARE CAPABLE OF REELING OFF A DOZEN OF THEIR FRIENDS’ QQ NUMBER CODES AS EASILY AS RECITING THEIR REAL NAMES. IN JAPAN‘S MOBILE NETWORK MOBAGETOWN, THEY ROLE-PLAY WITH THEIR MOBABOYFRIENDS AND MOB A GIRLFRIENDS. BEING YOURSELF HAS NEVER BEEN SO COMPLEX.”07 08 -MIKE WALSH, FUTURETAINMENT AT 250 MILLION STRONG, THERE ARE THE AVERAGE AGE OF THE MORE MILLENNIALS IN INDIA THAN WORLD POPULATION IS 28. –CIA WORLD FACT BOOK THE TOTAL POPULATIONS OF GERMANY, SPAIN, FRANCE AND THE U.K. COMBINED.09 10 25 IS A TURNING POINT FOR US SOUTH AFRICA, HOME OF THE FIFA WOMEN. NOT ONLY ARE ABOUT 2010 GAMES, WILL BE ENTRENCHED HALF MARRIED, BUT 25 IS ALSO WITH MARKETERS TRYING TO THE AVERAGE OF A FIRST TIME UNDERSTAND THE BEHAVIORS OF MOTHER IN THE U.S. MILLENNIALS. 50% OF THE TOTAL –CDC, MINTEL, POPULATION IS UNDER THE U.S. CENSUS BEAUREAU AGE OF 30. -MOBILE YOUTH 29